Sour Patch Kids
Goal: Reconnect brand with Gen Z and increase purchases.
Activation:
Step 1:
10,000 limited-edition SPK packs include a puzzle piece
with a QR code.
Step 2:
Scanning it lets users submit the first word or
phrase that pops into their head, no overthinking allowed.
Insight: Gen Z values authenticity, but lives inside systems that reward sameness. Algorithms, trends, and social pressure push them to overthink, edit, and conform. Being “real” is filtered.
Step 3:
Over the next week, the brand assembles all submissions into a live
digital collage jigsaw style. The entire process is visible to the audience.
Step 4:
In the end, all the randomness comes together to form a Sour
Patch Kid figure holding a sign that displays one randomly
picked user registered word from the 10,000 inputs.
